CES is having its return residency in Las Vegas at a crucial time in technology and advertising, as the industry stabilizes for an uncertain economic climate in 2023.

TikTok, Walmart and Netflix, brands that typically haven’t had a presence at the early January electronics show, will be showing up in a big way. The excitement and challenges around Web3 and the metaverse will no doubt be the main talking points, as will heady topics like the FTX crash, the disgraced crypto exchange, which could affect vendors and ad agencies in the new Year. And, of course, there will be electronics.

CES marks the business start of the year and attracts ad agencies, brands and technology companies. Brands and advertisers, who are using CES as a starting point for closing deals in the new year, plan to meet with tech platforms like TikTok and other giants including Meta, Google, Amazon, Snap, Pinterest and Reddit during the Event on the 5th. to January 8, 2023. (Twitter, which continues to work through its internal chaos since Elon Musk took over, does not appear to have an official presence, though it has been a major player in years past.)

There is some optimism ahead of CES, which has faced several years of disruption due to the pandemic. “We have a lot of big brands,” said Michael Kassan, founder and chief executive of MediaLink, which schedules the C Space pitch talk, “like Unilever, AB InBev, pharmaceutical [companies]. Many big brands are entering, and I think the participation is going to be very strong”.

TikTok goes to the chapel

TikTok, which has been fending off criticism in the US, where there have been growing concerns about its close connections to China-based ByteDance, will have a large presence at CES. Most of the major tech and ad platforms have suites where they demonstrate their services to media buyers at CES. TikTok will take over the Wedding Chapel at Aria, where it will meet with advertising partners and brands.

For TikTok, the stakes are growing: US government officials and regulators have raised the alarm about TikTok’s Chinese origins. Brands have been unable to ignore that some US states are even banning the app from official government devices amid a new wave of fears that the app could leave data vulnerable.

“I don’t think TikTok will make it a central CES topic, but I think they will take it one-on-one with customers who are suspicious or anxious about the role of China and Chinese stakeholders on the platform,” said one. top media buyer who spoke to Ad Age on condition of anonymity.

TikTok, of course, wants to focus more on its technology and how it fits into CES. The electronics show is known for endless showcases of the latest technology on TVs and digital screens, and TikTok is looking to disrupt living rooms. In November, Dan Page, TikTok’s director of global distribution and partnerships, joined an official CES podcast to discuss the app’s big-screen strategy. TikTok already has a connected TV app and has even bigger plans for outdoor TVs and displays, Page said. “There are 2 billion additional screens around the world, outside of mobile devices,” Page said on the podcast, “our goal is to bring that entertainment experience to those screens.”

netflix and deal

Jeremi Gorman, Netflix’s president of worldwide advertising, speaks at C Space, marking the first time the streaming giant has had a real contingent at CES as an ad seller. Netflix has begun appearing at major ad industry events, including at Cannes in 2022. Netflix launched its first ad-supported streaming subscription service in Q4 2022.

“They will be there and they will have a real presence,” Kassan said.

Read more: The year in streaming with advertising

All the major ad platforms will be at CES, said George Manas, CEO of Omincom Group’s OMD Worldwide, pointing to Google, Amazon, Snap and Pinterest, among others. Omnicom plans to meet with hundreds of customers from major brands, Manas said.

“It looks like we are now surpassing pre-pandemic levels of clients,” Manas said, adding that the agency will continue to meet with executives and discuss with its key partners at the trade show.

The C Space will also feature discussions from major brands such as Delta. John Deere, Stellantis and BMW will give keynote addresses, along with traditional electronics giants like LG. Group Black CEO Travis Montaque and Instacart Marketing Director Laura Jones will also speak at C Space.